Despite striking out on ‘Dragons’ Den,’ Rugby Canada CEO sees upside to TV appearance

Hey there, time traveller!
This article was published 30/01/2026 (254 days ago), so information in it may no longer be current.

While Rugby Canada’s pitch for $250,000 for a “one-year premium” sponsorship didn’t succeed on “Dragons’ Den,” CEO Nathan Bombrys says he was happy to make the case for Canadian rugby to viewers across the country. 

The CBC show was taped on May 17, 2025, as Rugby Canada looked to raise money for the Canadian women’s team preparations ahead of the August-September World Cup in England, but did not air until Thursday.

Bombrys was joined on the show by Canada captain Sophie de Goede, teammate Pamphinette (Pam) Buisa and Canadian women’s sevens coach Jocelyn Barrieau. Fellow Canadian internationals Ben LeSage and Paige Farries also made an appearance, lifting Dragon Brian Scudamore in an impromptu lineout demonstration.

“I used to play — 40 years ago,” joked Scudamore, founder of 1-800-Got-JUNK?, before donning a mouthguard and scrum cap.

Bombrys helped make the case, saying the Canadian women were up against teams with 10 times the resources.

“We don’t need to match them to win, but we need support to give us valuable time to prepare and train to be at our very best,” he said, promising the $250,000, if forthcoming, would go “straight onto the field.”

“We are one of the best teams in the world. And we’re constantly fighting for respect, fighting for resources,” added de Goede, who in September was named World Rugby Women’s 15s Player of the Year.

Asked how much the players made for representing Canada, Barrieau said senior players might make $2,000 a month.

“They’re not doing it for the money,” said Bombrys.

He said the sport had grown 11 per cent nationally last year, adding 9.1 million Canadians “have an interest in rugby.”

“I’m dismayed that the government’s not doing more,” said Arlene Dickinson, founder and general partner of District Ventures Capital.

The Dragons each got a swag bag with their own personalized jerseys. But while they showed sympathy for the cause, the pitch did not sway them.

Dickenson said the sport did not mesh with her brands, but offered to help raise funds “because I think you deserve it.” Wes Hall, chairman and founder of WeShall Investments Inc., also cited a lack of fit with his brands.

Manjit Minhas, whose holdings include the Canadian Elite Basketball League’s Edmonton Stingers, declined, saying a straight sponsorship was “a bit tough.” Tech entrepreneur Michele Romanow concurred.

Scudamore, founder of 1-800-Got-JUNK?, said Rugby Canada needed a longer-term partner.

“I will always root for Canada. I’ll be cheering you on. But on this one, I’m out,” he said.

While the Dragons did not come on board, other Canadians did.

Rugby Canada’s “Mission: Win Rugby World Cup” campaign raised more than $1 million, and the second-ranked Canadian women made it to the World Cup final, where they lost 33-3 to top-ranked England on Sept. 27 before an announced crowd of 81,885 at Allianz Stadium, Twickenham — and a Canadian TV audience of more than 3.7 million.

Bombrys said “Dragons’ Den” approached Rugby Canada about appearing.

“We saw it as an opportunity,” he said in an interview.

“The real audience is the Canadian people and the chance to tell our story … I think these young kids that put on the Canadian shirt and represent our country are outstanding young people and they deserve support,” he added.

Bombrys had hoped that one of the Dragons might agree. But he still sees positives in being on the show.

“Success to me would be one phone call, one person in Canada calls me and says, ‘I saw that. I run a company, or I’m in a position to support. I want to help.’ If I just get that one phone call, it’s all worth it,” he said. “Even better if I got three phone calls.” 

Rugby Canada plans to launch another fundraising campaign later this year to help the 25th-ranked Canadian men prepare for the 2027 World Cup in Australia.

Bombrys also hopes an expanded calendar of fixtures — he expects between 17 and 31 home games/events, including the annual Vancouver Sevens tournament through 2029 — will also showcase Canadian rugby.

The Canadian men are scheduled to take part in the new World Rugby Nations Cup, while the women will be taking part in the Pacific Four Series and WXV Global Series.

Vancouver is also hoping to host some games at the 2031 Men’s Rugby World Cup, which is being staged in the United States. Vancouver and 26 U.S. cities/areas have submitted letters of Intent to continue in the host city selection process.

“It’s a great period for rugby in Canada,” said Bombrys. “We just need support … (for) the Canadian national teams so they can perform well. That is our challenge.”

—

This report by The Canadian Press was first published Jan. 30, 2026